Titelei/Inhaltsverzeichnis in:
Marketing , page 1 - 14
A Relationship Perspective
Available
- doi.org/10.15358/9783800648702_1
- ISBN print: 978-3-8006-3722-5
- ISBN online: 978-3-8006-4870-2
- Vahlen, München
Chapter Preview
- page 1–14 Titelei/Inhaltsverzeichnis
- page 15–57 1. Fundamentals of Relationship Marketing
- page 15–21 1.1 The Evolution of Relationship Marketing
- page 21–22 1.2 Definition of Relationship Marketing
- page 22–28 1.3 Relationship Economics
- page 28–31 1.4 Relationship Drivers
- page 31–36 1.5 Relationship Marketing as an Integrative Management Approach
- page 36–48 1.6 Fundamentals of Marketing Planning
- page 48–57 Case 1: Nordex AG
- page 57–123 2. Situational Analysis in the Marketing Planning Process
- page 57–75 2.1 Assessing the Internal Marketing Situation
- page 75–88 2.2 Assessing the External Marketing Situation
- page 88–93 2.3 Analyzing Buying Behaviour on the B2C Market
- page 93–96 2.4 Analyzing Buying Behaviour on the B2B Market
- page 96–96 2.5 Comparing B2B and B2C Markets
- page 96–110 2.6 SWOT Analysis
- page 110–123 Case 2: BMW Motorcycles
- page 123–185 3. Strategy Formulation in the Marketing Planning Process
- page 123–149 3.1 Strategic Marketing Planning
- page 149–180 3.2 Market Segmentation, Targeting and Positioning
- page 180–185 Case 3: Royal Copenhagen A/S
- page 185–358 4. Marketing Mix in the Marketing Planning Process
- page 185–226 4.1 Product and Service Decisions
- page 226–248 4.2 Pricing Decisions
- page 248–286 4.3 Distribution Decisions
- page 286–344 4.4 Communication Decisions
- page 344–358 Case 4: Heinrich Deichmann GmbH
- page 358–460 5. Implementation and Controlling in the Marketing Planning Process
- page 358–388 5.1 Organizing and Implementing the Marketing Plan
- page 388–401 5.2 Budgeting and Control
- page 401–420 5.3 Ethical, Social and Environmental Aspects of Marketing Planning
- page 420–445 5.4 Developing and Managing Customer Relationships
- page 445–460 Case 5: Alfred Ritter GmbH
- page 460–461 About the Authors
- page 461–464 Index
- page 464–464 Impressum